Kraft Foods Launches Social Network uPumpItUp With Mandy Moore As Spokesperson

By Amit Chowdhry ● Feb 19, 2008

Kraft Foods, the Northfield, Ill.-based food and beverage company that owns brands like Crystal Light, Chips Ahoy!, Hand-Snacks, Jell-O, and Kool-Aid, started their own social network called uPumpItUp. Kraft hired the pop singer and actress Mandy Moore as the spokesperson for the site. uPumpItUp’s objective is to help women balance their lives.

“We all struggle with finding time for ourselves between family and friends and work and all those other obligations and we neglect ourselves,” said Moore. “Having that sense of balance in life between personal and all that other stuff is kind of essential to leading a happy life.”

Registering for the site is easy. And there are four main features: Express Your Unique Style (fashion), Connect With Others (networking), Get Inspired (health), and Explore Your World (talents/adventure).

Mandy Moore isn’t the first pop star to head up a social network. Last November, Kylie Minogue also started a social network for her fans.